Appearing practically out of nowhere a few months ago on the back of the success of an album by British singer-songwriter Charli XCX, brat green has been almost universally voted the 2024 “color of the summer.”
What is brat green? And why is it called that?
Preceded by two highly successful singles, June 7, 2024 saw the release of Brat, the sixth album by British singer-songwriter Charli XCX, who has been active for just over three lustra after a debut at a very young age. Labeled in the hyperpop genre, which combines pop and electronica, the record was a global success, both with audiences and critics. In addition to the music, Brat also became a viral phenomenon because of its cover, with the title written in basic, grainy letters on a green background.
Brat – this summer. 15 songs. 41:23 minutes long. on repeat. https://t.co/JHsLbjO049 pic.twitter.com/cLh1vInL9Z
— Charli (@charli_xcx) February 28, 2024
It is an essential, poor and (intentionally) ugly graphic composition, which, as such, has been elected as a perfect symbol of the “zeitgeist,” the spirit of the times. According to the singer-songwriter’s statement, “I wanted to use an offensive and unfashionable shade of green to trigger the idea that something is wrong.” Concept also echoed in the title – brat is “brat,” the mischievous kid, the “naughty girl” – and in the songs’ themes. Charli XCX herself reportedly chose from no less than 65 other shades of green this vaguely sour, stomach-churning, repelling shade, similar to lime green. And designer Brent David Freaney, of the creative agency Special Offer, which made the cover, had initially considered as many as 500 shades.
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The brat green as a phenomenon of costume
Once introduced to the world, brat green soon became a source of memes that flooded the net, to the point of becoming a sort of unofficial color of the summer, so much so that it was even embraced by Kamala Harris for her presidential campaign. The New York Times, writing about this phenomenon, headlined, “You can’t escape this color.” This green was talked about as a kind of “heir” to Barbie pink, but it was actually a color that, as they say, “was already in the air,” and is close kin to the zoomer green we talked about a couple of years ago.
Brat green in fashion and furniture fields
This specific shade of green – as well as similar ones – lends itself well to clothing and especially to accessories. In fact, it is part of many color palettes seen on the catwalks in recent months. The same cannot be said for interior design, where acid green is very difficult to match. In these years in which earthy tones and neutral hues take the lead, it will certainly not be declined as a primary color but it can still become an interesting shade for some furniture pieces capable of attracting attention and giving an ironic turn to the room. Elements, however, to be dosed very sparingly. For example, a sofa or armchair, an old sideboard to be modernized, a lamp, knick-knacks, a rug.
